AI is growing exponentially, turning markets inside out

Most managers already agree that artificial intelligence (AI) will change the world, but as soon as people talk about the use of AI in their own company, there is often an embarrassing silence.

On the one hand, this is understandable, because for non-mathematicians the idea of thinking machines or self-learning software is still very difficult to grasp. On the other hand, because AI is growing exponentially and able to turn entire markets inside out, this is quite dangerous. Hence, to keep up in the race of being ahead of technological innovations, we must get into using AI for marketing—especially since many AI-based solutions have already arrived in everyday life.

The importance of data in digital marketing is growing steadily. In just 30 years, the number of published websites grew from 0 to 1.8 billion, and it is estimated that 50-80% of them use Google Analytics to collect and process visitor data. SEO, UX or content experts still use this information to develop optimization tactics.

Increasingly often however, AI-based systems independently derive strategies and measures from them. In fact, this is already the status quo in high-turnover e-commerce, but it is only a matter of time before we see AI-based advertising media in physical environments as well. The connection with wearables and sensors as well as rapid advances in image recognition creates undreamt possibilities here.

The future is completely personalized

Artificial intelligence is not just a vision when looking at Siri and Alexa today that are already planning appointments and filtering add-on emails based on experience. And the success of YouTube, Netflix, and Amazon is strongly related to their constantly improving real-time recommendation technologies. For instance, Amazon Personalize now offers its machine learning recommendation system as a commercial marketing tool and is not alone in the market. Several large and small...